HEMA attracts attention with "HEMAXIMA" on King's Day

A royal twist on a royal day

During King's Day 2024 in Emmen, HEMA pulled out all the stops with a striking activation. Especially for Queen Máxima, the well-known HEMA logo was temporarily extended to HEMAXIMA - a subtle and tasty reference to the iconic tompouce. With the question: "How do you prefer to eat it?", HEMA playfully addressed the queen and immediately brought a smile to the faces of thousands of passers-by.

Tompouce as a symbol of Dutch cosiness

It has been impossible to imagine Dutch culture without the HEMA tompouce since 1932. The pastry became a symbol of tradition and festivity, and was literally put in the royal spotlight with this activation. The fact that HEMA uses the tompouce as a recognisable cultural icon fits in with their brand identity: accessible, headstrong and always close to the people.

Live coverage by NOS

The stunt was not only visible to the public in Emmen, but also received national attention via the NOS. The Kings Day broadcast showed live footage of the action, so HEMA's message reached millions of Dutch people. Watch the NOS clip back here.

‍